50 Shades of Magic Mike (updated)

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As part of today’s launch of the new Magic Mike XXL movie, FUSE and OMD ran an activation to support the nationwide campaign.

Media used in the campaign included:

  • Adshels (Day & Night creative – during the day characters had shirts on and during the evening their shirts are off)
  • Shazam integration to the trailer TVC – this leads to more Magic Mike XXL content (behind-the-scenes and special emojis)
  • Hand Dryer decals.

“We also produced a large quantity of coffee cups with thermochromatic artwork,” says FUSE content & brand experience manager Jed Misa.

“When cold and empty the Magic Mike XXL cast have their shirts on and when warm/hot liquid is poured in the shirts come off. Exemplified perfectly here: instagram.com/p/4nvZnBQ32l.”

These cups have been distributed in selected cafes in Auckland, Wellington and Christchurch.

“We activated in Auckland with a branded mobile coffee van with two well-built topless men serving the coffee, posing for photos amid general rambunctious activity.

“The activation started last Thursday hitting the SKY TV head office first and then The Cut Above Academy and surrounding businesses. They continued to activate until Saturday at pre-arranged locations.”

The creative, production and implementation for this campaign was a collaborative effort between FUSE, OMD and Village Roadshow.

  • See the Magic Mike XXL trailer below.

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